DuluxTRADE champions trade professionals in new ‘Power to the Pro’ campaign via HBK

An in-depth brand project several years in the making, HBK and DuluxTRADE have launched a new brand platform for DuluxTRADE.

Key to this comprehensive brand rollout has been the creation of an integrated multi-channel campaign which champions DuluxTRADE’s industry-leading commitment to the success and growth of trade professionals.

Highlighting those features, services and benefits that set DuluxTRADE apart, every campaign element showcases ways in which DuluxTRADE delivers ‘Power to the Pro’, with the campaign creating a unifying brand presence across OTV, YouTube, radio, social advertising and in-store.

Says DuluxTRADE Trade Stores & Communications Manager Kabir Veygal, “It’s an extremely exciting time for the DuluxTRADE brand, this launch marks the first opportunity for DuluxTRADE to share our brand story with our professional trade audience in such a cohesive and meaningful way.

“Working with the HBK team throughout the development of the campaign, we identified opportunities to streamline our sub-brands, channels, and internal departments. This allowed us to shape a brand story that showcases DuluxTRADE’s unique value proposition, including our quality product range, trade pricing, and our commitment to trade industry training and support. The campaign demonstrates how DuluxTRADE supports trade business growth and elevates the industry—brought to life through our breakthrough ‘Power to the Pro’ campaign.”

Expanding on the campaign creative, HBK Creative Director Stuart Penny states, “There were a couple of exciting opportunities: Dulux obviously has a latent brand leadership across everything to do with painting, so leveraging that was important. Plus, the trade category was saturated with “real world” marketing – which is so often generic marketing. DuluxTRADE were in a prime position to set a new standard for communication, across every component of the campaign. The “Now You See It” idea was designed to afford DuluxTRADE maximum flexibility to deliver a whole range of audience and issue-specific messages”.

Client: DuluxTRADE
Richard Hansen – Director Marketing & Innovation
Stuart McCausland – Trade Marketing Manager
Kabir Veygal – Trade Stores & Communications Manager
Kevin Wang – Trade Marketing Coordinator

Brand Agency: HBK
David Hayes – Principal
Sheridan Devereux – General Manager
Stuart Penny – Creative Director
Stuart Laverie – Senior Copywriter
Leah Papakrivos – Account Director
Annabel Pietsch – Senior Account Manager
Will Hornor – Account Coordinator

Film Production Company: Positive Ape
Edwin McGill – Director
Jason Byrne – Executive Producer
Tori Shaw – Producer
Jack Davies – Production Manager
Adam Howden – DOP
Chameleon Casting (Daniella Friedman) – Casting Director

Film Post Production: Positive Ape
Richard Hamer – Offline Editor
Martin Greer – Grade / Colourist Jamie Scott – Online Editor
Gusto Studio – Sound Post Production

Photography
Chris Kapa – Photographer

Media Agency: Initiative
Rebecca Sergeant – Senior Client Director
Alex Owsianka – Associate Activations Director